GIMON, ELISABETH INRI (2024) Analisis Pengaruh money market experience terhadap pleasure dan brand equity pada nasabah PT Pegadaian Cabang Malalayang di Manado. Masters thesis, Universitas Pelita Harapan.
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Abstract
Tujuan penelitian ini adalah menjelaskan pengaruh dari money market experience yang meliputi: accesbility, easy of doing business, executional excellence, personalized offering, staff engagement, value for money, dan reputation terhadap pleasure dan pengaruh pleasure terhadap brand equity pada PT Pegadaian cabang Malalayang Manado. Jenis penelitian ini adalah penelitian kuantitatif. Variabel penelitian meliputi: accesbility, easy of doing business, executional excellence, personalized offering, staff engagement, value for money, dan reputation sebagai variabel bebas sedangkan bvr terikatnya adalah pleasure dan brand equity. Jumlah sampel penelitian sebanyak 150 nasabah PT Pegadaian cabang Malalayang Manado. Teknik analisis data menggunakan analisis regresi linier berganda. Temuan penelitian ini menunjukkan bahwa secara simultan, keseluruhan variabel bebas mempengaruhi pleasure, dan variabel pleasure mempengaruhi brand equity. Pengujan secara parsial menunjukkan bahwa terdapat empat hipotesis yang terbukti pengaruhnya terhadap pleasure pada layanan PT Pegadaian cabang Malalayang Manado. Empat variabel tersebut adalah: easy of doing business, executional excellence, staff engagement, dan reputation. Sedangkan tiga variabel lain yaitu: accesbility, personalized offering, dan value for money tidak mempengaruhi pleasure. Pleasure adalah variabel yang berpengaruh secara signifikan terhadap brand equity
Item Type: | Thesis (Masters) | ||||||||||||
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Uncontrolled Keywords: | accesbility; easy of doing business; executional excellence; personalized offering; staff engagement; value for money; reputation; pleasure; brand equity; PT Pegadaian cabang Malalayang Manado | ||||||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Surabaya > Business School > Master of Management Current > Faculty/School - UPH Surabaya > Business School > Master of Management |
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Depositing User: | Elisabeth Gimon | ||||||||||||
Date Deposited: | 01 Jul 2024 01:09 | ||||||||||||
Last Modified: | 01 Jul 2024 01:09 | ||||||||||||
URI: | http://repository.uph.edu/id/eprint/63699 |
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